Management is struggling to control the damage. On Wednesday, SoulCycle’s chief talent officer sent an email to instructors providing “talking points” to share with customers. They included, “At SoulCycle, we believe in diversity, inclusion, and equality. All souls are welcome” and “None of the money you spend at SoulCycle will go to this event.”
Meanwhile, people who work for the fitness company are organizing to register their anger. On Thursday, emails from an anonymous Gmail account went out to some Equinox employees calling for a strike. “If we do not show up to work, the clubs can not function,” the email read. “We are the cleaners, the managers, the trainers, the group fitness instructors, the sales reps, the shop salespeople, the spa professions and the gatekeepers. Our collective efforts will have results.”…
For one anonymous SoulCycler, though, Mr. Ross’s political contributions weren’t the only problem. The rider took issue with how the fitness companies responded to the uproar by trying to diminish Mr. Ross’s influence.
The cycler attended class because he had already paid for it, and thought a boycott would hurt the company employees more than its wealthy investors. “I think they need to get on top of this big time,” said the customer, who declined to be named. “I’ve already paid for a big package of classes, but I’m waiting to see what they do next before I pay for more.”